Search engine optimisation, or SEO, is one of the most popular digital marketing tactics among local businesses. This is because SEO is a cost-effective tactic that can help businesses bring in customers over a long period of time. This is unlike short-term marketing tactics such as online advertising as you stop getting leads the moment you stop paying for ads. Some SEO agencies in Singapore claim that SEO provides a much greater ROI than social media as well.
However, search engine optimisation is not an easy topic to understand. Not only is it very complex, but it constantly changes over time, making it that much harder to understand. For example, Google has stated on the record that it constantly tweaks its algorithms. The same can be said for the other major search engines such as Yahoo or Bing.
In this article, we will explore SEO and how it can be relevant for local businesses such as your restaurant or bar.
Local SEO Resources
Before we begin, we would like to highlight some of the best resources for local SEO knowledge that you can find on the Internet. If you are keen on learning more about local SEO and how to use it in your Singaporean business, you can check out some of these great sites from SEO experts that share a lot of insights – CloudRock SEO Blog, Majestic and SearchEngineJournal. Most of the information for this article was distilled from those SEO experts.
What is Local SEO
As we all already know, search engine optimisation is the process of increasing the natural or organic traffic to your website. This involves optimising your website so that it becomes more search-engine friendly. This is done by making it easier for search engine crawlers to crawl and index your site as well as by increasing the authoritativeness of your site by building links.
Local SEO is slightly different in that it provides more focus in showing the best results to a searcher based on their geographic location. For example, if I were to search for a ‘top barber’, it’s quite likely that Google will understand that I want to find the search results nearest to me.
Local SEO is focused on providing results that are relevant to a searcher based on their current location. If I search for ‘best steak restaurant’ on my desktop right now, Google would provide me with results that are nearest to me. If you look at the screenshot above, you can see that there is much more going on in the local SEO search results than the normal organic search. You can see ratings, maps and locations.
One of the key activities that you need to do when it comes to local SEO is to ensure that your on-page optimisation factors are correctly implemented. Of particular importance to local SEO is your Name, Address and Phone Number (NAP). This has to be consistent throughout.
Other important on-page factors when it comes to local SEO, this includes:
Location on Every Page
We highly recommend that you place your location on every page of your website. This includes your NAP. This increases your localisation signals to Google, and it is also very useful for your visitors.
Schema or Rich Media Snippets
Schema.org is a type of rich media snippet that allows you to markup certain elements in your website to provide search engines such as Google with even more context. After the introduction of Hummingbird, Google is able to work much faster and had stated showing what they call ‘Entities’ in the search results. A lot of the information for these entities are derived from sites using schema.org markups and is incorporated into Google’s knowledge graph.
Link Building & Citations
Other than ensuring that your on-page optimisation is done correctly, webmasters must also build links and citations to their sites to help them move up the search engine rankings. You must also ensure that your citations are consistent across all your listings so that Google does not get confused.
Do you have any other SEO tips or tricks that can help other restaurant owners? Let us know in the comments below and we can see if it’s something we can add to this or another SEO article in the future.